A structural equation model of TQM, market orientation and service quality

Purpose – The purpose of this paper is to examine the relationship between total quality management (TQM), market orientation and service quality in the Malaysian service industry.Design/methodology/approach – Data from 150 service firms were collected. Structural equation modeling was employed in this study to examine the associations between TQM, market orientation and service quality.Findings – This study provides empirical evidence and confirms findings obtained from previous studies that TQM has a positive and significant relationship with both market orientation and service quality. Moreover, it was discovered that market orientation is also significantly related to service quality.Research limitations/implications – This research study implies that if firms are not able to comprehend the importance of TQM dimensions, by which the different dimensions of it can influence a firm's performance, they may not succeed in harvesting the full value of market orientation and service quality. Meanwhile, the ...